EMM Group is the world's premier consulting company specializing in organic growth through excellence in marketing.

Times have changed. The power in a B2B transaction has shifted dramatically to the buyer. Gone are the good old days where if you had good sales people, you typically won the deal. Back then the salesperson drove the sale because she had the customer relationship, the information on how to solve the customer’s problem, pricing authority, and the ability to manage the sales cycle from lead to deal.  

Today, the buyer dominates. Once he realizes he has a problem or opportunity for improvement, he immediately begins to research the problem online via search engines, social media, analyst reports, etc.  The answers ultimately come from vendors, educators, analysts, pundits, and consultants. Through this research process, the buyer comes to rely on one or a few...